The adjectives that marketers choose to describe foods – like the foods themselves – follow trends. In 2006, my menu audits showed words “crispy” and “crunchy” as tops on menus. Likewise, the word “fresh” has been ruling the roost at grocery stores for at least five years. That is until recently.
Is there a new marketing buzzword in town? Could be. I’m seeing the word “bare” with increasing frequency.
• Just Bare Chicken is the brand name for a range of all natural chicken products with the tagline “choose simplicity.”
• Bare tableware is a line of disposable, environmentally more friendly tableware by Solo.
• Bear Naked is a line of granola bars and snacks that feature natural flavours and colours.
Do you find the word “bare” enticing when you think about food? Is simplicity of this kind reassuring to you or do you think it’s just another hollow marketing claim?
